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The usefulness of the blog in your digital marketing strategy

For several reasons, the blog is a great ally in any digital marketing strategy. First, it allows us to publish relevant and optimized content to position ourselves better on Google and helps us attract subscribers who can become customers.

Digital marketing strategies and user trends on the Internet evolve at great speed. The blog has become the star tool to respond to changes in Google’s algorithm. Their robots increasingly give more relevance to unique and relevant content to position search results.

The blog is a space with enormous influence and is essential in the online marketing strategy of brands and businesses. This publication channel allows you to communicate ideas and report on the subject in which you are an expert.

But, is a blog really useful for your company? The answer is yes if you want to connect with your audience, become a reference, and generate leads.


One of the main advantages of the blog is that it offers great possibilities in terms of a variety of content and its dissemination on different channels.

Let’s take a closer look at how a blog can benefit your digital marketing consultant.

Visibility for your company

By including a blog as a section of your website, you are opening the doors to your company’s visibility on the Internet. In addition, the content you generate can be shared through social networks, in the newsletters you send to your contacts and even in news aggregators.

Reputation for your brand

In an increasingly globalized business world, a blog is an ideal tool to differentiate yourself from your competitors by showing your target audience what you know about your sector. By discussing the issues your followers care about,  you become an expert and increase your brand’s online reputation.

The fundamental objective is to generate relevant content capable of attracting and retaining readers. Thanks to your publications, you can position yourself as an authority on the subject and improve your credibility as a professional.

Two-way communication

One of the advantages that came to us from the digital world 2.0 is bidirectional communication. At first, the Internet was only used so that users could consume content from companies. But, thanks to social media and blog comments, communication flows both ways.

Users can ask questions, give opinions and raise other issues. All this is valuable information to improve your content and adapt your products or services to your customer’s demands.

Loyalty and monetization

The blog is not an isolated entity. A content marketing strategy can have many uses, including loyalty. Your blog posts may have, among other things,  the ability to grow your list of potential customers through subscriptions.

When you invest in a blog, ROI is essential. The blog is a good place to allow users to access offers and promotions. As a result, you can get new customers and retain those who have already bought from you. In short, you can use the blog to improve the results of your email marketing campaigns.

SEO positioning

As we mentioned at the beginning,  Google indexes those web pages that update their content frequently in better positions. The parameters you use to determine whether the content is relevant to take into account many factors. Google analyzes, among other things, if the content is duplicated, if it has the appropriate HTML tags if there are incoming and outgoing links, etc.

SEO tools can help published articles position in the search engine’s first results.

Do you want to know how you can design a content marketing strategy for your blog? We’ll tell you then.


First, you should know that having a blog is not about writing and publishing but whatever comes to mind. You must design a strategy with a calendar of publications and types of content based on your audience and objectives.

Set the goals of your blog

As we always recommend, the first step in any digital marketing services is to establish the objectives you want to achieve. Remember that these must be measurable and aligned with the general objectives of your company.

Some objectives of your blog can be, for example, to publicize your brand, build customer loyalty, reach your target audience, generate leads, increase sales or improve customer satisfaction.

Before designing the strategy, it is interesting to identify the best practices of your competition. Select a few companies and analyze what categories their blogs have, what topics they address, how often, and what posts generate the most interaction. With all this, you will get a fairly precise idea of ​​what you need.

Define the audience of your blog

What kind of audience do you want to reach with your blog? Their profile is probably similar to that of your potential client. So, first, analyze sociodemographic aspects (gender, age, education, income, lifestyle…). This will help you establish, among other things, the writing style, more or less formal, and the technical level of your articles.

Determine content and formats

Once you know your audience and what content has value for them, you can define your blog’s main topic and the categories it will include. At this point, the previous study of your competition will be very useful.

A blog does not only contain text articles. Moreover, you should use different post formats to make them more enjoyable. For example, you can include infographics, videos, podcasts, reviews, product comparisons, interviews, or any other format that appeals to your audience.

Create a publication and dissemination plan

The idea is to create an annual publications calendar, although this is not always possible. In any case, plan the contents well and consider how important dates and events affect your business: sector fairs, sales, Christmas, etc.

For your blog to have greater reach, spread the content on social networks where your audience is. The good idea is to monitor the news related to your sector and write about it when there is a relevant event.

Finally, don’t forget to measure the results and adjust your strategy to what your audience expects. And remember:  a blog is a profitable investment in the medium and long term.

Currently, the blog is included in almost all digital marketing strategies. Do you already have your blog? Tell us how it works or why you haven’t incorporated it yet.

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